'We Need Your Pee' - a 2026 version of 'We Are The World'?

"Mailing your pee to AI data centers has never been easier," says this ad by canned drinks purveyor Liquid Death. It picks up on the waves of protest against the water-guzzling data centers that are spring up all over, in its own inimitable 'anti-advertising' way. "AI data centers use millions of gallons of water to cool their servers," points out the US company. "So Liquid Death, Garage Beer, and Jason Kelce are asking everyone to drink our beverages and turn them into pee to cool these data centers and save humanity." Take a look and see what you think. In dubious taste? Brilliant? Both, neither, beyond? One viewer dubbed it the new 'We Are the World' - referring to the charity single recorded by the supergroup USA for Africa in 1985. Leading the march in the ad is 38-year-old former US footballer Jason Kelce, brother of fellow footballer Travis Kelce,who married pop star Taylor Swift at New York's Madison Square Garden in July. Interestingly, Google's AI Overview asked on first search if I wanted to know where Liquid Death gets its water from. Directly from regional underground springs in the United States, apparently, after transitioning "its primary sourcing to North America to improve sustainability and cut down on heavy international shipping emissions". In terms of actual protest, this endeavour - representing as it does those who like an outrageous dose of humor with their social outrage - could actually outstrip techniques such as planting bamboo close to the infamously unattractive and intrusive centers. Agree or disagree?

Keywords: Liquid Death x Garage Beer 'We Need Your Pee', AI data centers, AI data centre protests, Jason Kelce commercial, LD Death Machine